Aug 30, 2021 - Technology

NASCAR's favorite fast foods, on your doorstep

A screenshot of the web ordering program for NASCAR Refuel

Screenshot: Axios

Two startups are partnering to create NASCAR Refuel, a virtual restaurant brand that delivers food creations previously sold only at the racetrack.

Why it matters: A world of ghost kitchens is creating a new opportunity for themed delivery food, among other new ideas.

Details: NASCAR Refuel is a project of online ordering company Lunchbox and Virtual Dining Concepts, a pioneer in delivery-only restaurant concepts launched by Planet Hollywood founder Robert Earl.

  • Its menu includes items named for various race tracks and locations, such as the “Grid Melt” and “Tallamento Dogwich."
  • Launched quietly last week, NASCAR Refuel is in hundreds of locations, with delivery via DoorDash.

The big picture: Entrepreneurs and existing restaurants are trying to figure out just where the opportunities are in a world where some restaurants exist only online. Chuck E Cheese, for example, has been selling online delivery pizza under a different brand.

What they're saying: Lunchbox CEO Nabeel Alamgir told Axios that virtual restaurants open up possibilities for all kinds of brands, ranging from well-known leagues and teams to YouTube celebrities like Mr. Beast, whose burger business is in 600 locations across the country.

  • "Soon we will see chefs and restauranteurs from lower income background who otherwise could never open a restaurant with a 10-year lease."

Go deeper: You’ve Heard of Ghost Kitchens. Meet the Ghost Franchises. (NYT)

Go deeper